MROC Case Study - Moet-Hennessy Beverage Concept Testing
Overview & Objectives
Moet-Hennessy wanted to get a better understanding of the needs and motivations of consumers during outdoor/daytime drinking occasions. Though they had a fairly defined product concept to evaluate, they wanted to collaborate with the target audience to develop the ideal product experience in a truly consumer-centric way.
MROC Approach
PluggedIN ran a market research online community with a targeted group of 60 participants from across the US. We worked closely with the consumers through a series of moderator-led discussions, surveys and photo sharing activities to iteratively refine the concepts and develop a final concept that was truly in-line with identified consumer needs.
Result
Moet-Hennessy was able to identify specific ways to make their new beverage concept more approachable, vibrant and versatile, while also gaining a deeper understanding of the audience. In addition, the approach was done in a fraction of the time and at nearly half the expense of other qualitative research methodologies.